For a free tool, Google Analytics is excessively flexible. It provides fairly robust tracking for websites and mobile apps, can be customised to support cross domain tracking, events, goals and custom variables, and comes with a pretty good set of default reports. Google Analytics provides reporting and supports data based decision making for countless businesses and professionals. Given how many use cases Google Analytics has to cover, it should not be too surprising that the default reports are often just “pretty good” and not “perfect”.